Embracing AI in Digital Marketing: A Practical Guide
After over 20 years in digital marketing and eCommerce, I've witnessed countless technological shifts. But few have been as transformative—or as misunderstood—as artificial intelligence.
The conversation around AI in marketing often swings between two extremes: either it's portrayed as a magic solution that will do everything for you, or it's dismissed as impersonal and inauthentic. The truth, as usual, lies somewhere in between.
The Human Touch Remains Essential
Here's what I've learned from integrating AI tools into my work: AI is brilliant at handling repetitive tasks, analysing data, and identifying patterns. But it cannot replace the human understanding of nuance, emotion, and cultural context that makes marketing truly resonate.
When I work with clients, I use AI to enhance my expertise, not replace it. For instance, AI can help me analyse market trends across thousands of data points in minutes—something that would take weeks manually. But interpreting what those trends mean for a specific brand in a specific market? That requires human insight.
Practical Applications That Actually Work
**Content Creation Support** I use AI tools to help generate initial drafts and brainstorm ideas, but I always refine and personalise the output. The AI gives me a starting point; my experience and understanding of the brand voice make it authentic.
**Email Campaign Optimisation** AI excels at determining the best send times, subject line variations, and segmentation strategies. Combined with my knowledge of customer psychology and behaviour, this creates campaigns that truly connect.
**Market Research** AI can process vast amounts of consumer data and identify emerging trends. I then apply my decade of experience in Scandinavian markets to determine which trends are relevant and how to act on them.
The Balance Is Key
The most successful approach I've found is using AI as a powerful assistant that handles the heavy lifting, freeing me to focus on strategy, creativity, and the human elements that make marketing memorable.
AI helps me work smarter and faster, but it's my expertise, cultural understanding, and personal touch that deliver results for my clients. That's the balance worth striving for.